Improving commercial outcomes through a consistent global Go-To-Market structure

Group of people discussing a B2B marketing plan around a table

Key Highlights

  • Global comprehensive structure for consistent product launches
  • Increased consistency of commercial outcomes
  • Best practice sharing across geographically dispersed teams
  • Increased speed and efficiency of launches

The Challenge

A client with a global presence launched products and services in different ways across regions leading to inconsistent commercial outcomes. The global ‘team’ operated independently meaning best practice learnings’ weren’t being shared effectively and time was wasted learning ‘how to’ deliver elements of the plan in different countries.

Our challenge was to develop a more consistent approach that would save time, put in place checks and balances to ensure all elements were delivered in a structured way and through the sharing of learning globally, help to drive higher adoption rates and deliver increased revenues for its products and services.

Our Approach

Launching a product is not just the remit of Product Marketing. For an end-to-end plan to be successful different departments need to work as a team and it’s the job of the Go-to-Market framework to give the team their reference point for consistency.

It needs to take into account technical, commercial, sales and marketing elements both pre and post-launch. And ultimately must be centred around the needs of the customer. In this way, all internal teams come together around a series of common goals and defined outcomes.

Working with a partner, we defined a global framework from concept to in-life which included a series of templates for each phase and a checklist of deliverables. When used to manage a product launch, best practice sharing became an integral part of the modus operandi of the business rather than something that was easily forgotten.

Furthermore, once the framework was in place, we used this to help local markets launch the product ensuring the commercial principles remained consistent throughout and that local pricing structure followed the global standards that had been set.

“In any team sport the best teams have consistency”
Roger Staubach, former NFL player

The Results

By implementing a single structure that was adopted across multiple countries, global standards were set for product launches. Time and resource were saved by preventing the wheel being re-invented each time, and the checks and balances in the framework ensured that best practices were shared effectively.

This was an important factor in driving increased commercial consistency across countries and enabling teams to test, learn and adopt only the most successful pricing, commercial and channel strategies for local use.

If you manage a multi-location, regional or global business where teams are dispersed; providing a structured, consistent and scalable framework for taking products to market will be absolutely key to your success.